The Evolution of Market Research to Today with Dr. Marcus Cunha, University of Georgia

In this episode of the MRII's Insights and Innovators podcast, host Jon Last, President at Sports and Leisure Research Group, speaks with Dr. Marcus Cunha Jr., Director of the University of Georgia's Masters of Marketing Research Program. They discuss the transformative changes in the market research industry over the past few decades, including the democratization of research tools, the shift from statistical analysis to business insights, and the evolving skill sets required for success. They also explore the impact of AI on the industry and the importance of linking research to ROI to avoid becoming a cost center. Marcus emphasizes the need for practical, hands-on education and the future role of AI as a productivity tool rather than a replacement for human insight.

 

00:00 Introduction to MRII's Insights and Innovators Podcast

00:37 Guest Introduction: Dr. Marcus Cunha Jr.

01:25 Evolution of Market Research

05:40 Skills for Today's Successful Researcher

08:47 Transformations in Training and Education

14:39 Future of Market Research and AI

18:20 Conclusion and Final Thoughts